The brand expands its clean-label portfolio, aiming to lead the fresh breakfast category with a convenient, wholesome offering.

iD Fresh Food, known for pioneering preservative-free packaged foods, has announced the launch of its new ready-to-cook Pancake Batter, marking its foray into the broader breakfast segment. Available in Classic and Chocovariants, the launch extends iD’s commitment to freshness, purity, and transparency into a category traditionally dominated by processed, dry pancake mixes.

The new eggless, pourable batter brings together convenience and credibility, targeting modern households and younger consumers seeking quick, high-quality breakfast options. The product is free from preservatives, artificial ingredients, or stabilisers – reinforcing iD’s clean-label philosophy.

“With iD Pancake Batter, we are redefining how India experiences breakfast,” said Rajat Diwakar, CEO (India), iD Fresh Food. “Consumers today want food that is both convenient and trustworthy – quick to prepare, yet uncompromising in quality. This launch is a natural progression of our mission to make fresh, preservative-free food a daily reality.”

The inspiration, according to Enakshi Dasgupta, Head of New Product Development at iD Fresh Food, came from children’s growing enthusiasm for cooking. “During our ‘Transparency’ campaign, many kids expressed a love for pancakes and even asked us to make a ready batter. We wanted to create something that inspires creativity and family bonding – a fresh, eggless pancake batter that’s simple, nutritious, and delicious,” she said.

The product will first be available via quick-commerce platforms across Bengaluru, Delhi NCR, Pune, and Maharashtra, with retail expansion planned in subsequent phases.

With this launch, iD Fresh Food strengthens its foothold in the ‘fresh breakfast’ category, offering a wholesome, preservative-free alternative that blends global breakfast appeal with the simplicity and trust Indian consumers associate with the brand.